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Engagement strategies

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Dana Allen-Greil
Dana Allen-Greil

From Social Media Week DC event on defining and measuring social media success in museums and arts orgs. Presentation by Katie Kerrins of Ford's Theatre. #smwMuseSocial

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LET’S GET ENGAGED!
What do we want? ENGAGEMEN T How do we get it? • Plan but be flexible •Focus on engagement not sales •Pay regular attention • Be nimble: adapt to trends and audience needs
Overall Challenges Who is our audience? THEATREGOER VS. HISTORY BUFF
Measuring Outcomes: What successes are we looking for? • Virality – Word of mouth – Likelihood of message being shared • Shares/Retweets – Converting new followers – Attracting new audiences – Is our message engaging?
WHAT TOOLS DO WE USE TO MEASURE SUCCESS? 1. GOOGLE ANALYTICS: HOW MANY PEOPLE CAME TO OUR WEBSITE THROUGH A SOCIAL MEDIA PLATFORM? 2. SURVEYS: AUDIENCE FEEDBACK: HOW MANY PEOPLE HEARD ABOUT A SHOW/EVENT BECAUSE OF SOCIAL MEDIA? 3. FACEBOOK INSIGHTS: HOW IS OUR PAGE DOING? WHAT ARE THE MOST VIRAL POSTS AND HOW DO WE REPLICATE 4. TWITANONOMY HOW MANY RETWEETS, REPLIES AND MENTIONS ARE WE GETTING? WHAT HASHTAGS ARE MOST POPULAR? 5. PROMO CODES TRACKING CONTESTS/TICKET DEALS THROUGH CODES POSTED ON SOCIAL MEDIA SITES
WHAT TOOLS DO WE USE TO MEASURE SUCCESS? 1. GOOGLE ANALYTICS: HOW MANY PEOPLE CAME TO OUR WEBSITE THROUGH A SOCIAL MEDIA PLATFORM? 2. SURVEYS: AUDIENCE FEEDBACK: HOW MANY PEOPLE HEARD ABOUT A SHOW/EVENT BECAUSE OF SOCIAL MEDIA? 3. FACEBOOK INSIGHTS: HOW IS OUR PAGE DOING? WHAT ARE THE MOST VIRAL POSTS AND HOW DO WE REPLICATE 4. TWITANONOMY HOW MANY RETWEETS, REPLIES AND MENTIONS ARE WE GETTING? WHAT HASHTAGS ARE MOST POPULAR? 5. PROMO CODES TRACKING CONTESTS/TICKET DEALS THROUGH CODES POSTED ON SOCIAL MEDIA SITES

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Engagement strategies

  • 2. What do we want? ENGAGEMEN T How do we get it? • Plan but be flexible •Focus on engagement not sales •Pay regular attention • Be nimble: adapt to trends and audience needs
  • 3. Overall Challenges Who is our audience? THEATREGOER VS. HISTORY BUFF
  • 4. Measuring Outcomes: What successes are we looking for? • Virality – Word of mouth – Likelihood of message being shared • Shares/Retweets – Converting new followers – Attracting new audiences – Is our message engaging?
  • 5. WHAT TOOLS DO WE USE TO MEASURE SUCCESS? 1. GOOGLE ANALYTICS: HOW MANY PEOPLE CAME TO OUR WEBSITE THROUGH A SOCIAL MEDIA PLATFORM? 2. SURVEYS: AUDIENCE FEEDBACK: HOW MANY PEOPLE HEARD ABOUT A SHOW/EVENT BECAUSE OF SOCIAL MEDIA? 3. FACEBOOK INSIGHTS: HOW IS OUR PAGE DOING? WHAT ARE THE MOST VIRAL POSTS AND HOW DO WE REPLICATE 4. TWITANONOMY HOW MANY RETWEETS, REPLIES AND MENTIONS ARE WE GETTING? WHAT HASHTAGS ARE MOST POPULAR? 5. PROMO CODES TRACKING CONTESTS/TICKET DEALS THROUGH CODES POSTED ON SOCIAL MEDIA SITES
  • 6. WHAT TOOLS DO WE USE TO MEASURE SUCCESS? 1. GOOGLE ANALYTICS: HOW MANY PEOPLE CAME TO OUR WEBSITE THROUGH A SOCIAL MEDIA PLATFORM? 2. SURVEYS: AUDIENCE FEEDBACK: HOW MANY PEOPLE HEARD ABOUT A SHOW/EVENT BECAUSE OF SOCIAL MEDIA? 3. FACEBOOK INSIGHTS: HOW IS OUR PAGE DOING? WHAT ARE THE MOST VIRAL POSTS AND HOW DO WE REPLICATE 4. TWITANONOMY HOW MANY RETWEETS, REPLIES AND MENTIONS ARE WE GETTING? WHAT HASHTAGS ARE MOST POPULAR? 5. PROMO CODES TRACKING CONTESTS/TICKET DEALS THROUGH CODES POSTED ON SOCIAL MEDIA SITES